Heromotocorp

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A SUMMER TRAINING PROJECT REPORT
On
MARKETING STRATGIES OF HERO MOTOR CORP
Submitted in Partial Fulfillment of the Requirements
For the Degree of
Master of Business Administration
(2018-20)
(Dr. APJ Abdul Kalam Technical University, Lucknow)
By
Mayank Singhal
Roll NO. – 1809470042
MBA 2nd Year
(GIMT, Greater Noida)
Project Undertaken at
Kanha Motors
Report Submitted to:
Prof. Junaid Rizavi
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ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude to all those who
have contributed significantly by sharing their knowledge and experience in
the completion of this project work.I am greatly obliged to for providing
me with the right kind of opportunity and facilities to complete this venture.
I am extremely thankful to Prof. Junaid Rizavi my internal
faculty guide under whose able guidance his project work was carried out.
I thank her for her continuous support and mentoring during the tenure of the
project. Finally, I would also like to thanks Prof. Junaid Rizavi and all my
dear friends for their cooperation, advice and encouragement during the long
and arduous task of carrying out the project and preparing this report.
MAYANK SINGHAL
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DECLARATION
I Mayank Singhal, Roll No. 1809470042, student of MBA Galgotia’s Institute of
Management & Technology, hereby declare that the project report on
“Marketing strategies of Hero Motor Corp” is an original and authenticated
work done by me.
I further declare that it has not been submitted elsewhere by any other
person in any of the institutes for the award of any degree or diploma.
Mayank Singhal
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Content Table
S.NO. PARTICULARS PAGE
NO.
1 Executive Summar 6
2 Introduction 10
3 Company Profile 14
4 Key Policies 18
5 Project Profile 26
6 Objective 27
7 Literature Review 28
8 Marketing Mix Strategy 31
9 Competitors Of Hero Motor Corp 65
10 Methodology 68
11 Analysis 71
12 Conclusion 84
13 Recommendation 86
14 Limitation 88
15 Questionnaire 90
16 Bibliography 94
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EXECUTIVE SUMMARY
Vision
The story of Hero Honda began with a simple vision - the vision Hero MotoCorp Ltd.
(Formerly Hero Honda Motors Ltd.) is the world's largest manufacturer of two -
wheelers, based in India.
In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and also, the 'World No.1' two-wheeler company in
terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to
maintain this position till date of a mobile and an empowered India, powered by its
two wheelers. Hero MotoCorp Ltd., company's new identity, reflects its commitment
towards providing world class mobility solutions with renewed focus on expanding
company's footprint in the global arena
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Mission
Hero MotoCorp's mission is to become a global enterprise fulfilling its customers'
needs and aspirations for mobility, setting benchmarks in technology, styling and
quality so that it converts its customers into its brand advocates. The company will
provide an engaging environment for its people to perform to their true potential. It
will continue its focus on value creation and enduring relationships with its partners.
Core Values
Integrity
Adherence to ethical and moral principles
Humility
Absence of arrogance, open mind towards absorbing new ideas, innovations and
learning
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Excellence through Teamwork
Persistence and striving towards perfections in all our actions, products and services
Speed
Responsiveness in all our actions; ability to execute, implement strategies
Respect
Towards elders, seniors; everything worthy in the material, spiritual and the
intellectual world; towards systems, processes and values
Strategy
Hero MotoCorp's key strategies are to build a robust product portfolio across
categories, explore growth opportunities globally, continuously improve its
operational efficiency, aggressively expand its reach to customers, continue to invest
in brand building activities and ensure customer and shareholder delight.
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Brand
The new Hero is rising and is poised to shine on the global arena. Company's new
identity "Hero MotoCorp Ltd." is truly reflective of its vision to strengthen focus on
mobility and technology and creating global footprint. Building and promoting new
brand identity will be central to all its initiatives, utilizing every opportunity and
leveraging its strong presence across sports, entertainment and ground-level
activation.
Manufacturing
Hero MotoCorp two wheelers are manufactured across 4 globally benchmarked
manufacturing facilities. Two of these are based at Gurgaon and Dharuhera which are
located in the state of Haryana in northern India. The third manufacturing plant is
based at Haridwar, in the hill state of Uttrakhand; the latest addition is the state-of-
the-art Hero Garden Factory in Neemrana, Rajasthan.
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Distribution
The Company's growth in the two wheeler market in India is the result of an intrinsic
ability to increase reach in new geographies and growth markets. Hero MotoCorp's
extensive sales and service network now spans over to 6000 customer touch points.
These comprise a mix of authorized dealerships, service & spare parts outlets, and
dealer-appointed outlets across the country.
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INTRODUCTION
The Indian Two Wheeler Industry

The Indian two wheeler sector contributes the largest volumes amongst all the segments
in automobile Industry. Though the segment can be broadly categorized in to 3-sub
segments viz; scooters, motorcycles and mopeds; some categories introduced in the
market are a combination of two or more segments e.g. scooter and stepthru’s. The
market primarily comprises five players in the two wheeler segment with most of the
companies having foreign collaborations with well known Japanese firms earlier. But
with most of the companies now planning 100% subsidiaries in India.
In the last four to five years, the two-wheeler market has witnessed a market shift
towards motor cycles at the expense of scooters. In the rural areas, consumers have
come to prefer sturdier bikes to with stand the bad road conditions. In the process of the
share of motor cycle segment has grown from 48% to 58%, the share of scooters
declined drastically from 33% to 25%, while that of mopeds declined by 2% from 19%
to 17% during the year 2009-10. All new vehicles are a now being replaced by 4 stock
motorcycles. Reduced excise duties and fierce competition has led to a fall in prices of
certain models.
Hero, a name synonymous with two wheelers in India, began its journey around four
decades ago. Starting as a manufacturer of by cycle components, hero has today grown
into a multiunit, multi-product, geographically diversified group of companies.
The hero group began with simple Philosophy: to provide excellent transportation to
the common man, at a price he could easily afford. Even today the dream providing the
total satisfaction is all its sphere of activity. To consumers, in excellent products at an
affordable price; a thorough understanding the fast changing consumer understanding
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the fast changing consumer behaviour, new market segment and opportunities, and
marketing mix sensitive changing customer needs from the core of Hero’s marketing
strategy and philosophy.
Hero Moto Corp. is one of the leading companies in the two wheeler Industry. At
present, it is segment with around 47% the market share during financial yr. 2000-01.
The company ahs emerged one of the most of successful players, much ahead of it
competitors by it superior and reliable product quality complemented with excellent
marketing techniques.
Hero Moto Corp has been an early entrant in the 4-stroke segment of the two wheeler
industry. With a right mix of product styling and pricing the company has graped the
4-stoke market as compared to Bajaj Auto and TVS.
TVS Motors Ltd has been the largest manufacturer of mopeds which are prevalent as a
low cost transportations and provide a tremendous potential is all parts of India.
However the company is likely to face threat Bajaj Auto Ltd (BAL) which continued its
price based competitions and Hero Moto Corp cycle and Scooter Ltd. a new entrants in
the 2 wheeler market.
Infact the company has achieved excelled the Industry growth rates by a huge margin.
From April to December 2008 while the motor cycle industry sales were upto 38.68%
TVS motor’s sales surged by a whooping 73.6% sat more importantly it is the success
of its model Victor.
Baja Auto has continued with its impressive performance witnessing significant growth
is the motor cycle and three wheeler segments. Based on the performance fill data one
can expect the company to meet it excellence by FY09.
Hero Moto Corp is the largest player is the motorcycle segment. Focused on
contemporary design and style, the company has a compare leusine ranges bikes viz;
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Pleasure
Duet
Maestro
Maestro edge
HF deluxe
Achiever
Huster
Hx250r
Splendor
Street Smart
CBZ
Passion
Karizma ZMR
Xtreme Sport
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Two stroke Max Range – On the way out
The company is currently looking forward to phase out its two stroke Max range, which
is perceived to be less fuel efficient with a new four stroke range. Two new
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Strong focus on R&D
The company has put in place a strong R & D team consisting 400 engineers & is
spending about 3% of its turnover on R & D every year and has in the process setup a
strong world class facility for product design and development. The company applied
for 16 patents & published five technical research papers in international conference.
Modified research projects are carried in association with leading international research
labs and Indian institutes. R & D as percentage of sales in expected to increase from
1.5% in FY o2 to 5.2% in FY 17.
Valuation
The company’s valuations are dependent on five events:
● Current four businesses grow at the normal industry growth rates.
● New product launches achieve their targets and are well accepted by the market.
● Three wheeler foray achieve targeted volume in the desired rates of return on
capital employed.
● Quadricycle foray achieve the desired rate of return on the capital employed.
● Overall investment returns.
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COMPANY PROFILE
DON'T DREAM IF YOU CAN'T FULFILL YOUR DREAMS
Dr. Brijmohan Lall Munjal (1st July 1923 to 1st November 2015)
The founder and patriarch of the Hero Group was your classic first generation
entrepreneur. He was a man who started small, dreamt big and used a combination of
grit and perseverance to create one of the country's largest corporate groups and the
World's No.1 Two Wheeler Company.
Instinctive from a young age, Brijmohan Lall made a rather unusual start in life.
Around the time when the freedom movement in India was taking shape in the late
1920s, he walked into a newly opened Gurukul (Indian heritage school) near his home
in Kamalia (now in Pakistan). He was only six years old then.
Thus began an extraordinary tale of courage and perseverance. Brijmohan began his
business story after partition in 1947, when he and his brothers relocated to Ludhiana.
The family set up a company that provided poor people with basic transport (cycles).
Three decades later, as India evolved, he added a second crucial chapter - which
visualized affordable and technologically superior transport to millions of middle class
Indians. The rest is history.
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Building Relationships
When Brijmohan and his brothers started out, there was no concept of organized dealer
networks. Companies just produced, and most dealers functioned like traders.
Brijmohan changed the rules of the business by trusting his gut instincts; introducing
business norms that were ahead of their time, and by investing in strategic relationships.
Brijmohan built a series of bonds and networks with hundreds of family members,
vendors, dealers and employees. Much like the Japanese keiretsu system, these
networks are now the glue that holds the Hero Group together.
"Thanks to the relationships that we have nurtured so passionately in the Hero Family,
the younger generations of some of our bicycle dealers have become dealers of Hero
MotoCorp. These relationships have survived through generations - through bad times
and good times" the patriarch now reminiscences.
Besides bonding with his vendors and dealers, Brijmohan was personally responsible
for kindling a spirit of entrepreneurship amongst his employees, and today, 40 of his
former employees are successful entrepreneurs.
Staying Ahead
Though not technically qualified in the conventional sense, only a few of his
contemporaries have understood the dynamics of technology better than Brijmohan Lall
had. He could always visualize the applicability of technology before others could. For
example, in the 1980s, when all two-wheeler companies in India opted for two-stroke
engine technology, Brijmohan preferred a four-stroke engine - a technology that
dramatically increased fuel efficiency and reduced maintenance costs. This technology
was one of the biggest reasons for Hero MotoCorp's stupendous success.
A Corporate Citizen
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A frugal upbringing and a value system modeled on the famous Gurukul system -
which stresses the sanctity of the teacher-pupil relationship - imbibed in Brijmohan a
strong sense of social commitment and responsibility.
There was a special place in his heart for Ludhiana, the city where he took roots.
Today, Ludhiana is a modern, bustling city, but Brijmohan had played no mean role in
its evolution. Several schools and educational institutions in Ludhiana owe their
existence to the Munjal family.
The Ludhiana Stock Exchange owes its existence to Brijmohan's vision as does the
Ludhiana Flying Club. He's also set up the not-for-profit Dayanand Medical College
and Hospital-an institute now rated as one of the best medical colleges in India, in
terms of infrastructure, quality of staff and alumni profile.
In and around Dharuhera, near the first Hero MotoCorp plant, Brijmohan and his family
have left their stamp of philanthropy. The Raman Kant Munjal Foundation - which
Brijmohan set up in memory of his eldest son, today runs a higher secondary school
and a very modern and well-equipped 100-bed hospital at Dharuhera. The group has
also adopted numerous villages and provides education, vocational training, drinking
water, roads, streetlights and sewerage.
Fill it. Shut it. Forget it

What started out as a Joint Venture between Hero Group, the world's largest bicycle
manufacturers and the Hero Moto Corp Company of Japan, is today the leading
manufacturer of India's largest selling motorcycle. Coming into existence on January
19, 1984. Hero Moto Corp gave India nothing less than a revolution on two-wheels
made even more famous by the 'Fill it - Shut it - Forget it' campaign. Driven by the trust
of over 30 lakh customers, the Hero Moto Corp product range today commands as
much as 47% making it a veritable giant in the industry. Add to that technological
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excellence, an expansive dealer network, and reliable after sales service, and you have
one of the most customer-friendly companies.
In fact, every second bike sold in India today is a Hero Moto Corp ! Customer satisfaction,
a high quality product, the strength of Hero technology and the Hero group's dynamism
have helped HML scale new frontiers and exceed limits.
In the words of Mr. Brijmohan Lall Munjal, the Chairman and Managing Director, "We
will continue to make every effort required for the development of the motorcycle
industry, through new product development, technological innovation, and investment
in equipment and facilities and through and through efficient management."
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MILESTONE
Hero Moto Corp is the world no. 1 for the 5th year in a row
PROMINENT AWARDS TO THE COMPANY
YEAR- AWARDS & RECOGNITIINS
2016
Overdrive - Scooter of the Year - Hero Maestro Edge
Overdrive - 'Viewers' Choice Scooter of the Year - Hero Maestro Edge
Overdrive - Manufacturer of the Year (Two-wheeler) Award - Hero
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MotoCorp
''Hero GoodLife'' has been declared as the winner in the Category "Best
Loyalty Program in Automobile Sector"
TIME India Awards - Manufacturing Innovator of the Year Award
2014
Motorbeam - Bike Manufacturer of the year
Zigwheels - Entry-Level Bike of the year: Hero Splendor iSmart
2013
Green Pioneer Award – 2013
"Business Leader of the Year" Award by Hon'ble President of India, Shri.

Pranab Mukherjee, at the AlMA Managing India Awards 2013 on April 11,
2013 (Conferred on Mr. Pawan Munjal)
"Business Leader of the Year" Award in the Auto (Two Wheelers) category
by Deputy Chairman of the Planning Commission Mr. Montek Singh
Ahluwalia, at the NDTV Business Leadership Awards 2013 (Conferred on
Mr. Pawan Munjal)
2012
Business Leader in Automobiles (two-wheelers) at the NDTV Profit Business
Leadership Awards 2012 (Conferred upon Mr. Pawan n nMunjal)
Best value for Money Bike Maker and Best Advertising in Two Wheelers
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Category at the Auto India Best Brand Awards 2012
Digital Advertiser of the year at the Indian Digital Media Awards (IDMA)
2012
Three awards (Launch Event of the year, Rural Engagement Progamme and
Live Patron Award for Marketing Excellence) at the WOW Awards organised
by EventFAQs
Advertiser of the year 2012 by Indian Digital Media Awards 2012
Innovation in Loyalty Marketing Award (Initiative: Hero GoodLife Utsav) by

Colloquy Loyalty Awards
TPM Excellence Award 2012 by JIPM (Japan Institute of Plant Maintenance)
Best Learning & Development Award
Asias Third Best Employer Brand Award
ET Now Talent & HR Leadership Award
8th Recruiting and Staffing Best-in-Class Award
Global HR Excellence Award
India Human Capital Award by Human Capital
Business Technology Excellence Awards 2012
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Business Technology Innovation Awards 2012
Top Green IT Enterprise Award
IT Transformers Award
Quality Circle Excellence Award at National QC Convention - 2012
2011
wo-wheeler Manufacturer of the Year award by Bike India magazine.
Adjudged the "Bike Manufacturer of the Year" at the Economic Times

ZigWheels Car and Bike Awards
CNBC Awaaz - Storyboard special commendation for "Effective rebranding

of a new corporate entity" by CNBC Awaaz Consumer Awards
"Most Recommended Two-Wheeler Brand of the Year" award by CNBC

Awaaz Consumer Awards
Colloquy Loyalty Awards "Innovation in Loyalty Marketing International

2011" for Hero GoodLife
"Best Activity Generating Short or Long-Term Brand Loyalty" by the

Promotion Marketing Award of Asia Order of Merit for Hero GoodLife
Ranked No 1 brand in the Auto (Two-Wheelers) category in the Brand Equity

"Most Trusted Brand" 2011 survey
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'Innovator of the Year' NDTV Profit Business Leadership Awards
2010
Rated as Top Indian Company in Automobile - Two Wheelers sector by
Dun & Bradstreet - Rolta Corporate Awards 2009
Most Preferred Brand of Two-Wheelers" award at the CNBC Awaaz

Consumer Awards.
Adjudged at top of the two-wheeler category in the Brand Equity Most

Trusted Brands 2010 Survey.
Ranked No. 3 Most Trusted Brand across categories amongst Young Adult
Males
Company of the Year awarded by Economic Times Awards for Corporate

Excellence 2008-09.
CNBC TV18 Overdrive Awards 2010 'Hall of Fame' to Splendor
NDTV Profit Car & Bike Awards 2010
Two-wheeler Manufacturer of the Year
Car and Bike Viewers' Choice Two-wheeler of the Year (Karizma ZMR)
2009
'Two-wheeler Manufacturer of the Year' by NDTV Profit Car & Bike Awards
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2009 and Passion Pro adjudged as Car and Bike Viewers' Choice two-wheeler
Top Indian Company under the 'Automobile - Two-wheelers' sector bythe

Dun & Bradstreet-Rolta Corporate Awards
Won Gold in the Reader's Digest Trusted Brand 2009 in the 'Motorcycles'
category
2008
Ndtv profit car india & bike india awards - bike manufacturer of the year
Overdrive magazine - bike manufacturer of the year
Tns voice of the customer awards:
No.1 executive motorcycle splendor nxg
No.1 standard motorcycle cd deluxe
No. Premium motorcycle cbz xtreme
2007
The ndtv profit car india & bike india awards 2007 in the following category:
Overall "bike of the year" - cbz x-treme
"bike of the year" - cbz x-treme (up to 150 cc category)
"bike technology of the year" - glamout pgm fi
"auto tech of the year" - glamout pgm fi by overdrive magazine
bike of the year" - cbz x-treme by overdrive magazine
ranked cbz x-treme " bike of the year" - by b s motoring magazine
“most trusted company” , by tns voice of the customer awards 2006.
Cd deluxe rated as "no 1 standard motorcycle" by tns voice of the customer awards 2006.
2006 Adjudged 7th top indian company by wallstreet journal asia (top indian two wheeler
company)
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one of the 8 indian companies to enter the forbes top 200 list of world’s most reputed
companies.
No. 1 in automobile industry by tns corporate social responsibility award

Best in its class awards for each category by tns total customer satisfaction awards
2006:
Splendor plus (executive)
Cd deluxe (entry)
Pleasure (gearless scooters)
Splendor & passion - top two models in two wheeler category by et brand equity survey
2006
Adjudged 7th top indian company by wallstreet journal asia (top indian two wheeler
company)
Top indian company in the automobile - two wheeler sector by dun & bradstreet -
american express corporate awards 2006
Hero Moto Corp splendor rated as india's most preferred two-wheeler brand at the
awaaz consumer awards 2006.
Certificate of export excellence for outstanding export performance during 2003-04 for
two-wheeler & three- wheelers - complete (non ssi) by engineering export promotion
council
The ndtv profit car india & bike india awards 2006 in the following category:
Bike maker of the year
Bike of the year - achiever
Bike of the year - achiever (up to 150 cc category)
Bike of the year - glamour (up to 125 cc category)
Ndtv viewers' choice award to glamour in the bike category
2005 Awaaz consumer awards 2005 - india's most preferred two-wheeler brand by cnbc in the
'automobiles' category
Bike maker of the year award by overdrive magazine
Icwai national award for excellence (second) in cost management 2004 in the private
sector category by icwai
10th motilal oswal wealth creator award for as the most consistent wealth creator for the
period 1991-2005
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2004 Winner of the review 200 - asia's leading companies award (3rd rank amongst the top 10
indian companies)
Gvc level 1 (highest rating) by crisil for corporate governance
Adjudged as the best value creator - large size companies 2003-04 by the outlook money
Corporate excellence award 2004 by indian institute of materials management
Adjudged as the organization with innovative hr practices by ht power jobs for hr
excellence
Icsi national award for excellence in corporate governance 2004 by the institute of
company secretaries of india
2003 Winner of the review 200 - asia 's leading companies award (3rd rank amongst the top 10
indian companies)
Most respected company in automobile sector by business world
Bike maker of the year by overdrive magazine
2002 Bike maker of the year by overdrive magazine

Winner of the review 200 - asia 's leading companies award (4th rank amongst the top 10
indian companies)
Company of the year of et awards for corporate excellence
Ranked 4th in 'overall best managed company' category, ranked 3rd in 'best financial
management' and 'best operational efficiency' category, ranked 6th in 'overall best
investor relations' category, by asiamoney
Highest wealth creating company of the year award by the money
Gvc level 1 (highest rating) by crisil for corporate governance
2001 Bike maker of the year by overdrive magazine

Winner of the review 200 - asia 's leading companies award (9th rank amongst the top 10
indian companies)
Winner of three leaves award for showing corporate environment responsibility in the
automobile sector by centre for science & environment
1999 National productivity award for the best productivity award in the category of
automobile & tractor presented by vice president of india
1995 The analyst award 1995 presented to Hero Moto Corp. On being ranked 9th amongst the
most investor rewarding companies in India
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1995 National award for outstanding contribution to the development of Indian small scale
industry (nsic award - presented by president of India)
1991 Economic times-harvard business school award for corporate performance to

Hero Moto Corp.
KEY POLICIES
A company that believes in maintaining ecological standards along with business
standards.
"We must do something for the community from whose land we generate our wealth." -
Chairman Dr.Brijmohan Lall Munjal.
At Hero MotoCorp, our goal isn't limited to business but encompasses the broader
spectrum of serving humanity through social initiatives. Hero MotoCorp takes a stand
as a socially responsible enterprise respectful of its environment.
Hero MotoCorp has been strongly devoted not only to environmental conservation
programs but also expresses the increasingly inseparable balance between economic
concerns, environmental and social issues faced by business. A business must not grow
at the expense of mankind but must serve humankind at large.
Environment Policy
We at Hero MotoCorp have been committed to demonstrate excellence in our
environmental performance on a continuous basis, as an intrinsic element of our
corporate philosophy
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To achieve this we commit ourselves to:
● Integrate environmental attributes and cleaner production in all our business
processes and practices with specific consideration to substitution of hazardous
chemicals and strengthening the greening of supply chain.
● Continue product innovations to improve environmental compatibility.
● Comply with all applicable environmental legislation and also controlling our
environmental discharges through the principles of "alara" (as low as reasonably
achievable).
● Institutionalize resource conservation in the areas of oil, water, electrical energy,
paints and chemicals.
● Enhance environmental awareness of our employees and dealers / vendors, while
promoting their involvement in ensuring sound environmental management.
Quality Policy
Excellence in quality is the core value of Hero MotoCorp philosophy.
We are committed at all levels to achieve high quality in whatever we do, particularly
in our products and services which will meet and exceed customer's growing
aspirations through:
● Innovation in products, processes and services.
● Continuous improvement in our total quality management systems.
● Teamwork and responsibility.
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Safety Policy
We believe that safe work practices lead to better business performance, motivated
workforce and higher productivity.
We shall create a safety culture in the organization by:

● Integrating safety and health matters in all our activities.
● Promoting safety and health awareness amongst employees, suppliers and
contractors.
● Continuous improvements in safety performance through precautions be sides
participation and training of employees.
● Ensuring compliance with all applicable legislative requirements.
● Empowering employees to ensure safety in their respective work places.
Vigil Mechanism / Whistle Blower Policy

Hero MotoCorp Limited (hereafter referred to as “HMCL” or “Company” in this
document) believes in promoting a fair, transparent, ethical and professional work
environment. While the HMCL code of conduct defines the expectations from
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employees in terms of their integrity and professional conduct, the vigil mechanism
defines the mechanism for reporting deviations from the standards defined in the code.
Remuneration Policy
The remuneration policy of the Directors has been designed to keep pace with the
business environment and market linked positioning. The Remuneration & Nomination
Committee determines and recommends to the Board the compensation payable to
Directors. Remuneration for the Executive Directors consists of a fixed component and
a variable component linked to the long term vision, medium term goals and annual
business plans.
Related Party Transactions Policy
Hero MotoCorp Ltd. (hereinafter referred to as HMCL or the company) recognizes that
Related Party Transactions can present potential or actual conflicts of interest and may
raise questions about whether such transactions are consistent with the Company and its
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shareholders’ best interests and in compliance to the provisions of the Companies Act,
2013 and Clause 49 of the Listing Agreement.
Corporate Social Responsibility Policy
The Board of Directors (the "Board") of Hero MotoCorp Limited (the “Company”) has
adopted the following policy and procedures with regard to Corporate Social
Responsibility. The Board may review and amend this policy from time to time subject
to the recommendations of Corporate Social Responsibility Committee.
Code of practices and procedures of fair disclosure of unpublished price sensitive

information
Code of practices and procedures of fair disclosure of unpublished price sensitive
information
[Pursuant to Regulation 8(1) of SEBI (Prohibition of Insider Trading) Regulations,
2015]
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[As approved by the Board of Directors of the Company at its Meeting held on May 7,
2015 and applicable from May 15, 2015]
Policy On Material Subsidiaries
The Board of Directors (the "Board") of Hero MotoCorp Limited (the “Company”) has
adopted the following policy and procedures with regard to determination of Material
Subsidiaries. The Board may review and amend this policy from time to time.
Policy for Preservation of Documents & Archival
This Policy aims to preserve Documents /Records maintained by the Company either in
Physical Mode or Electronic Mode (hereinafter referred to as “the Documents”). This
Policy has been formulated in accordance with the Regulation 9 of the Securities and
Exchange Board of India (Listing Obligations and Disclosure Requirements)
Regulations, 2015 (Listing Regulations). The Policy shall come into effect from
December 1, 2015.
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Policy on Disclosure of Material Events by the Listed Entity
The Policy aims for disclosure of important and material events of the Company to the
Stock Exchange(s), where the equity shares of the Company are listed, to stakeholders
in compliance with the provisions of Regulation 30 of the SEBI (Listing Obligations
and Disclosure Requirements) Regulations, 2015 (hereinafter referred to as the “Listing
Regulations”) and SEBI circular no. CIR/CFD/CMD/4/2015 dated September 9, 2015
(hereinafter referred to as the “SEBI circular”). The Policy shall come into effect from
December 1, 2015.
Dividend Distribution Policy
With respect to apportioning a share of profit to its shareholders, the Company
endeavours to be fair and consistent with its strategy, approach and decision. The
management draws the conclusion of distributing dividends after taking into accounta
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multitude of legal and financial parameters including long-term earning capabilities,
growth prospects, opportunity costs, applicable laws and statutory covenants.
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OBJECTIVE
Through the company has wide list goals to be achieved but the major objective of the
company has to achieve areas follows:-
1. To provide right product to right people at right time.
2. Price should be reasonable; by this every level of person can afford the product.
3. To maximize the share holder’s value by customer value enhancement.
4. Changes should be according to prospective customer
5. To provide delivery of standard product.
6. To provide value for money to there consumers.
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LITERATURE REVIEW
Marketing Strategy
A thorough understanding of the fast-changing Marketing Strategy, new market
segments and product opportunities along with sensitivity to changing customer needs,
form the core of Hero's marketing strategy and philosophy. At Hero we essentially have
a completely customer-driven approach. A nation-wide dealer network comprising of
over 3,500 bicycle dealers, 350 dealers for mopeds and 225 franchise holders for
motorcycles, ensures convenient access to the Group's products across the country.
With a deep sense of belonging to the Hero fraternity, the Group's dealer network
has catalyzed growth and acted as a strong bridge between the customers and the Group.
Conventionally, very few Indian bicycle manufacturers were interested in exports.
However, the Hero Group's foray into the overseas markets pioneered Indian exports in
the bicycle segment as early as 1963. It was a move prompted primarily by the need to be
attuned to the global marketplace.
While initial exports were restricted to Africa and the Middle East, today more than
50 percent of the Group's bicycle exports meet the demands of sophisticated markets in
Europe and America. This is primarily because of appropriate product development and
excellent quality that Hero offers.
The Group has undertaken a steady up gradation of technologies and there has been
diversifications and setting up of newer establishments to meet stringent international
standards. At the core of it all is a customer-centric scheme of policies and production ...
and the bottom line is to "Add Value while Engineering Satisfaction."
36
PARTNERSHIPS, ALLIANCES AND JOINT VENTURES
● Hero's quest for a low-budget, fuel-efficient and environment-friendly two-wheeler
led Hero Moto Corp to enter into a Technical Collaboration with Steyr Daimler
Punch of Austria in 1987 for the manufacture of the 65cc, Porsche-design mini-
motorcycles.
● Munjal Showa Limited was formed in Technical and Financial Collaboration with
Showa Corporation, Japan, to design, develop and manufacture of front forks,
shock absorbers, struts and gas struts.
● Sunbeam Auto Limited has set-up a state of the art piston manufacturing facility in
technical collaboration with M/S Hero Foundry Company Limited of Japan, the
pioneers in the world for manufacturing high-strength lightweight pistons used in
light, powerful fuel-efficient engines Munjal Auto Industries Limited has a joint
venture with the State-owned Gujarat Industrial Investment Corporation, to cater to
the needs of the overseas market.
● Hero Cycles CR Division was set up in consultation with MECON, Asia's largest
engineering consultants and in Technical Collaboration with Wean United, USA.
● Hero Cycles Cold Rolling Division has also entered into a technical collaboration
with Kawasaki Steel Corporation, Japan for the improvement of production yield,
elimination of defects, reduction of customer returns and enhancement of
maintenance operations against certain predetermined targets.
37
QUALITY
Quality at Hero is attained not just by modern plants and equipment and through latest
technology, but by enforcing a strict discipline. At the Group factories, attaining quality
standards is an everyday practice - a strictly pursued discipline. It comes from an
amalgamation of the latest technology with deep-rooted experience derived from nearly
four decades of hard labor.
It is an attitude that masters the challenge of growth and change - change in consumers'
perceptions about products and new aspirations arising from a new generation of buyers.
Conformance to quality at Hero begins on the shop floor. Every worker ensures at each
stage of manufacturing that any of the faulty products are not allowed to go through
further manufacturing and distribution cycles.
Today quality is ensured from steel processing to the finished product. Each component
goes through numerous tests at the stages of design, raw material procurement and, of
course, during the manufacturing process.
Constant technology up gradation ensures that the Group stays in the global mainstream
and maintains its competitive edge. With each of its foreign collaborations, the Group
goes onto strengthen its quality measures as per the book. The Group also employs the
services of independent experts from around the world to assist in new design and
production processes.
Nevertheless, in this race to acquire the most modern techniques and technologies and
to collaborate with the most advanced players in the market, the core competence
continues to be derived from the Group's philosophy - "To Engineer Satisfaction."
38
MARKETING MIX STRATEGY
Product Mix
Product Variety Quality Design Brand Name Warranties ServiceFeatures
Price Mix
List Price Discount Allowances Payments Periods

Credit Terms
Place Mix
Channels Coverage Assortments Inventory Transport
Promotion Mix
Sales Promotion Advertising Public Relations Direct Marketing
39
MARKETING MIX: -
Standardized Marketing Mix:
An international marketing strategy for using basically the same product, advertising,
distribution channels & other elements of the marketing mix in all the countries of
company’s international market.
Adapted Marketing Mix:
An international marketing strategy for adjusting the marketing mix elements to each
international target market, bearing more costs but hoping for a larger market share &
return.
International Scenario
A two-wheeler is used as a personal/family vehicle or a goods carrier in the enveloping
countries, whereas it is confined to sports/racing (heavy motorcycles) or short istance
shopping (mopeds) in developed countries.
The world two-wheeler market is dominated by Japan. Japanese manufacturers account
for around 65% of the total two-wheeler production in the world. However, production
within Japan has been declining due to lower domestic demand and shift in
manufacturing base outside the country. Japan is also the world's largest exporter of
two-wheelers in the world controlling around 75% of the world trade. Its major markets
are China, USA and Europe. In terms of player positions, Hero Moto Corp Corporation,
Yamaha Motors and Suzuki Motors Corporation share the top three slots in the world
two-wheeler market. The table below shows the production and sales figures of
motorcycles and scooters in Japan during the past decade More than 50% of the
production in Japan is exported out of the country. This scenario contrasts directly with
the Indian scenario. In India, only about 15% of the production in FY11 were exported
40
The Asian continent is the largest user of two-wheelers in the world. This is due to poor
road infrastructure and low per capita income, restrictive policy on car industry.
The technology for two-wheelers is not as well developed as for car industry. This is
due to oligopoly between top five players in the segment, compared to thirty
manufacturers in the car industry.
EXPORTS
HERO CYCLES
HERO MOTO CORP
HERO BIKES
HERO CORPORATE SERVICES (Herosoft, Hero

Mindmine, Hero serveIT)
MUNJAL SHOWA LIMITED
41
THE HERO MOTO CORP MISSION
1. Enhancing quality of life
The Hero Moto Corp group is committed to creating a better quality of life for people
everywhere and to furthering the interest of the society by being a responsible
corporate citizen.
2. Creating Happiness
We will bring happiness into every home, offering high consumer durable vehicles at
affordable prices, and comfort.
3. Achieving progress
We will pursue innovative technologies in the field of customer care vehicles and
energy, create product and services that will improve to quality of life, realize the goals
of the world community and protect the environment
4. Sustaining growth
We will be a source of pride to our business associates by ensuring mutual prosperity
and growth through the implementation of forward looking corporate strategies aimed
at identifying opportunities and responding intelligently to dynamics of change.
5. Pursuing Excellence
We will provide a conducive environment for enabling our employees to develop their
potential and make a significant contribution to the group success.
PRODUCT STRATEGIES OF HERO MOTO CORP

Hero Hero shifted its focus from catering to the fuel efficient conscious consumer to try
and occupy other segments of the motorbike market and therefore the new product launches
from Hero Moto Corp in the last three year have been in this direction. The company has
also upgraded some of its bikes to stay in contention and to meet Euro emission norms. The
42
new underlining theme for the company “One for everyone” has led to the launching of new
products, which are as follows:
Street Smart: Hero Moto Corp introduced its Street Smart in 1997. The company who were
more inclined towards the scooters and who thought that the scooters were more safer than
the motorcycles, thus Hero Moto Corp decided to launch the Street Smart. The bike was built
in such a way that it resembled more like a scooters, than a motorcycle, but actually it is a
motorbike. I.e. it is a “hybrid”
Product Description (HERO MOTO CORP Ltd.)
Hero Moto Corp has launched the following motorbikes in the Indian market.
❖ HERO DUET
❖ HERO HF DELUX
❖ HERO MEASTRO
❖ HERO PLEASURE
❖ HERO Splendor
❖ HERO Street Smart
❖ HERO CBZ
❖ HERO Passion
❖ HERO Ambition
Hero Hero shifted its focus from catering to the fuel efficient conscious
consumer to try and occupy other segments of the motorbike market and therefore the
new product launches from Hero Moto Corp in the last three year have been in this
direction. The company has also upgraded some of its bikes to stay in contention and to
meet Euro emission norms. The new underlining theme for the company “One for
everyone” has led to the launching of new products With the launch of new motorbikes
43
and various other motorbikes in the pipeline, Hero Moto Corp’s strategy is to get into
these segments of the motorcycle market where they have not made in roads earlier.
PRICING STRATEGIES OF HERO MOTO CORP

The company has a policy to price its product very competitively. In today’s world, one
cannot has a skimming pricing says Mr. Tapan, marketing manager, Hero Moto Corp.
Necessarily the pricing policy is completely a blend of two strategies i.e. Penetration
and Skimming. It has been the company’s policy to provide the customers with value
for money-give more for less. We are the only company in the two wheeler segment
that is in the process of passing on the whole benefit of cost advantage achieved as a
result of the increased localization levels of upto 60% to the customers.
We are in the process of keeping our product increasing popular and affordable. The
company keeps telling its customers to think about Quality rather than price. Further if
one talks about the changes in the price in the last three years, the prices have never
been changed except the budgets except once in APRIL 2015,when the company
started off with their “celebration offer”, and thus decided to sanctioned a discount and
curtail on every Model Rs 1001\-. The company is surely in a business of delivering
quality rather than price. For instance the Boxer, which is of only 29,990 and is the
cheapest bike of the industry. The company gives importance to the quality rather than
cheap products.
Well Hero Moto Corp has bikes at different price point but there is one common thing
that is they are priced at a premium of INR 2000- 3000 from the competitors and it
seems their strategy is working fine with the target customers as it is the largest seller
of bikes in the Indian market with a market share of 48 % .Customers are redy to shell
out the extra money because they believe and its fact that the fuel efficiency of the
44
bikes is much better than its competitors the different price points for Hero Motors
Limited are :
NAME PRICE
Splendor --------------- 51,000
Passion ---------------- 55,000
Cbz--------------------- 60,000-75,000
DUET ----------------- 47000-49000
PLEASURE----------- 46000
MAESTRO------------ 48000
SUPER SPLENDOR- 57000
HF DELUX----------- 47000
PROMOTIONAL STRATEGIES OF HERO MOTO CORP
Hero Moto Corp rides safe
Hero Moto Corp's `Ride Safe and Good Rider' campaign is aimed at communicating the
philosophy of delivering safe products and promoting good driving for the overall
safety of the Hero Moto Corp customer. Created by McCann Erickson, the ad-- Hero
Moto Corp cares for your safety--invited all Hero Moto Corp owners to attend the Ride
Safe programme on October 27, 2016 at Delhi's India Gate lawns. This was the first
phase of the programme, where three instructors from Japan demonstrated techniques
of right driving. In the second phase, Hero Moto Corp will communicate the launch of
the 4S concept (sales, service, spare parts and safety) at Hero Moto Corp dealerships.
The focus of the third phase will be to promote the launch of the Hero Moto Corp
45
Safety Riding Promotion School, which will have riding simulators and safety riding
tracks
Hero Hero will take the riding programme-- where trained personnel will give riding
tips to bike owners-- to over 100 dealerships across 90 towns.
Promotion in this sector cannot be like that in the Fast Moving Auto pats (Automobile)
sector. The promotions in this sector are like 0% finance schemes and other sort of
things. The company takes the services of many good and reputed advertising agencies
like Reddifuusion, Lintas, sachi & Sachi and others.
The company has also signed a kind of agreement with two celebrities just now to be
their brand ambassadors. Hero Moto Corp, a leading manufacturer of motorcycles, has
roped in film actor Hrithik Roshan and captain of Indian Cricket team Sourav Ganguly
as its brand ambassadors for three years till 2003.
They would endorse the company products, attend corporate and brand events and help
promote its "we care" campaign comprising safety riding, environment, and
friendliness.
Hrithik and Ganguly said they were glad to be associated with Hero Moto Corp. Hero
has embarked upon an ambitious project to achieve sale of one million bikes this year
with a market share of 47 per cent. The turnover would be in excess of Rs. 3000 crore.
In October alone, 1,12,000 motorcycles have been sold, Compared to 66,063 units in
the corresponding period last year, the increase in sales is a phenomenal 69 per cent.
Cumulative sales jumped up by 41.58 per cent to 5.72 lakhs units during April-October
as against 4.04 lakh units in the same period last year.
At Hero Moto Corp , our goal is not only to sell the customer a bike, but also to help
him at every step of the way in making the correct riding decisions. Assisting him in
46
making the right judgments on the road, and helping him to choose the right helmet and
other riding equipment
And as bike handling requires know-how, skill, and rigorous mental conditioning, we
have put together certain safety tips and suggestions that will enhance the riding
comfort. Last but not the least, it is always important to remember - a good rider is a
safe rider.
Hero Moto Corp is enhancing the Advertising &Promotion budget by around 35 per
cent from Rs 41 crore in 1999-2000. Apart from concentrating on mainstream
Splendor-- the world's largest selling bike-- and upscale CBZ motorcycles, Hero Moto
Corp has identified ``soft areas'' like services and spares parts for the purpose of intense
communication. The creative account of Hero Moto Corp rest with big names like
Hindustan Thompson Association, Lintas, Sachi and Sachi and so on. Hero Moto Corp
is also planning a major campaign to re-launch the restyled step-thru Street Smart.
While customer references-- and not media strategy-- are expected to support the CD
brand sales, Hero Moto Corp will look at social areas -- like civic issues, association
with Non Government Organizations, contribution to greener causes-- for corporate
communications.
The corporate campaign will be largely complemented by on-ground initiatives under
the umbrella brand of ``We Care'', incorporating activities in the arena of community
services, safety and services programmes, tree-plantations and environmental-friendly
projects.
In line with Hero's worldwide, safety riding programme, this fiscal Hero Moto Corp
Motors Limited will take the riding programme-- where trained personnel will give
riding tips to bike owners
SPORTS & ENTERTAINMENT
47
In sports promotions, Hero Moto Corp will stick to cricket and golf (it will continue
with Hero-Hero Masters Golf).
Moreover, after a successful association with movies-- last year it signed Pyar Mein
Kabhi Kabhi starring Dino M and Twinkle-- Hero Moto Corp is in the process of
identifying title sponsorships of youth-centric movies. Says Sobti, “In terms of media
exposure, we are looking at sports, movies and news. Niche channels are also worth
putting your money on.'' For the CBZ, this year it is planning to run commercials in
youth channels like MTV;Discovery and Star Movies.
In sports promotions, Hero Moto Corp will stick to cricket, it has signed a three-year
contract for Hero-Hero-Salve Challenger Trophy) and golf (it will continue with Hero-
Hero Masters Golf). Moreover, after a successful association with movies-- last year it
signed Pyar Mein Kabhi Kabhi starring Dino M and Twinkle-- Hero Moto Corp is in
the process of identifying title sponsorships of youth-centric movies. In terms of media
exposure, the company is looking at sports, movies, and news. For the CBZ
Motorcycle, this year it is planning to run commercials in youth channels like MTV;
Discovery and Star Movies.
The Target: “Services will be a major differentiator,'' says Sobti.``The campaigns will
highlight the high level of services and automatedfacilities at our dealerships.'' Hero
Moto Corp is expecting a 30-35 per centgrowth in spare parts revenue, which
accounted for Rs 100 crore in 1999-2000.In the new fiscal, Hero Moto Corp is aiming
to take the sales of Splendor from40,000 a month to 50,000 a month; CBZ from 4,500 a
month to 5,000; and a10-15 per cent growth in CD and CD-SS brands up from 25,000 a
month now. There-launched step-thru Street Smart is expected to account for
around25,000-30,000 in the first year.
48
Services will be and is the differentiator. The campaigns will highlight the high level of
services and automated facilities at the company’s dealerships. Hero Moto Corp is
expecting a 30-35 per cent growth in spare parts revenue, which accounted for Rs 100
crore in 1999-2000.In the new fiscal, Hero Moto Corp is aiming to take the sales of
Splendor from40, 000 a month to 50,000 a month; CBZ from 4,500 a month to 5,000;
and 10-15 per cent growth in CD 100 and CD100-SS brands up from 25,000 a month
now. Supporting all of the Hero Moto Corp's growth projections are amulet-pronged
strategy including a thrust on a customer relationship programme, major increase in
advertising and promotion (A&P) spending, expansion of dealership network, and a
focus on organized consumer financing.
DEALERSHIP EXPANSION
Hero Moto Corp will add 25 more dealers and 50service stations to build a network of
575 dealership-cum-service points(including 400 dealerships) across the country.
The level of investment in an automated Hero Moto Corp service station isexpected to
be around Rs 10 lakh, apart from land and building. “No dealerhas any problem in
expanding business,'' says Sobti. “We've tied up withCitibank and Centurion to provide
bill discounting through our dealers.''Consumer Finance: In order to focus on organised
consumer financing, HeroHero tied up with Tata Finance a week ago. This is Hero
Moto Corp's secondtie-up following Centurion, which is accounting for around 3,000
bikes a month through 100 dealerships.
“We've got a good internal rate (based on IRM), which is standard acrossthe country,''
says Sobti. ``These finance companies bring refreshinglycustomer-friendly focus to our
organisation.''
With Tata Finance, Hero-Hero's reach will be extended to over 150dealerships.
Also, Tata Finance is expected to add 2,000 bikes a month. Presently, consume
financing, including non-organised financing, contributes around 20,000 Hero Moto

49
Corp bikes a month. Gauging Consumer: Hero Moto Corp is chalking out a customer
relationship programme, which is expected to be established in the next three years.
“We're discussing with Result McCann,'' says Sobti.
The programme will initially attempt at building relationships with Hero Moto Corp's
top three to five lakh owners, out of its customer base of three million.
50
SALES PROMOTIONS
Hero Moto Corp regularly has promotions running for its dealers as well as customers
in order to ensure that there is a interest among the target customers abut the company
and its products. Normally Company participates in road shows, Sponsors college
festivals, promotes eco friendly initiatives, Have festive Season offers, and sometimes
price discounts to attract the attention of the people. These promotions are targeted
mainly on youngsters as they are the primary buyers of bikes.
The company launches financial schemes as Zero % finance schemes in collaboration
with different banks so that customers can pick bikes in easy installments. The effect of
these promotions can be understood from the fact that 35 % of bikes are sold through
this medium.
INTRODUCTION OF MARKET RESEACH
Marketing is a restless, changing dynamic field, since 1920 many important and
dramatic changes have taken place in marketing. Thousands of new products, including
those of entire new industries such as automobiles, electronic and computers, textiles,
footwear etc. have appeared on the market.
Though al these occur through a gradual procedure of change but pronounced shift in
the orientation of times from production to marketing moreover, the role of marketing
itself has been changing. The various crises of the 1970’s material and energy shortage,
inflation, economic stagnation, high unemployment, dying industries have forced the
marketing executives to assume a wide range of responsibilities that have grown in
complexities.
Due to the many challenges offered by the environment, the companies executives are
becoming more driven in their strategy decision making for making sound marketing
51
decisions in response to this requirement of formalized means of acquiring many ways
has reached a stage of maturity i.e, marketing research.
Market research has become a great tool for these companies to get the feedback and
formulate strategies accordingly in today’s eager to know. What consumer perceives
about various brands for the perfect selection of target market. In an era where
competitive pressures have make the cost of failure prohibitive, research has become
crucial in getting the market plan right. As the project was “globalization of Hero Moto
Corp” I found that the company is making it’s marketing mix strategies by considering
the consumer at the central point because, now a days, the consumer has become more
aware and is no more a novice. That’s why marketing research has become an
important tool in the hand of marketer to understand the versatile nature of ever
changing consumer behavior as depicted by the marketing research, as refined by
American Marketing Association.
“Is the function which links the consumer, customer and public to the marketer through
the information used to identify and refined marketing opportunities and problems,
generate, refine and evaluate marketing actions: monitor marketing performance and
improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues designs
the method for collecting information managers and implements the data collection
process, analysis the results and communicates the finding and their implications.”
ADVERTISING
The advertising includes both print and television media. The company uses the
services of Lintas, Sachi, and Sachi but Hindustan Thompson Association deals main of
the advertising. Besides of giving the commercial advertising the company also releases
52
the advertisement, which are of public interest and especially the company releases the
social advertising as to how to go about the safe driving. The company keeps on
sponsoring different Programes and various kinds of games like the company every
year sponsors Golf Championship. c The company has also recently decided to increase
their adverting budget for the current year as they have to release more advertisements
in public interest and the company has to re-launch the Street Smart model once again
which was a tremendous failure in the early stager of its launch.
Sale Promotion-The company does sale promotion for both dealers and the customers.
The company is currently offering the promotion to their customers as they are offering
a discount of 1001.This discount is the company sanctioned discount and the dealers
may also offer some kind of discount due to competition to attract customers and to
increase the sale figures. The company also offers a kind of promotion to the dealers;
The Company is having a slab system as a tool for promotion to the dealer.
Advertising & Promotion:
Hero Moto Corp is enhancing the A&P budget by around 35 per cent from Rs 41 crore
in 2010-2011. Apart from concentrating on mainstream Splendor-- the world's largest
selling bike-- and upscale CBZ motorcycles, Hero Moto Corp has identified ``soft
areas'' like services and spares parts for the purpose of intense communication.
While customer references-- and not media strategy-- are expected to support the CD
brand sales, Hero Moto Corp will look at social areas -- like civic issues, association
with NGOs, contribution to greener causes-- for corporate communications.
The corporate campaign will be largely complemented by on-ground initiatives under
the umbrella brand of ``We Care'', incorporating activities in the arena of community
services, safety and services programmes, tree-plantations and environmental-friendly
projects.
53
In line with Hero's worldwide, safety riding programme, this fiscal Hero Moto Corp
will take the riding programme-- where trained personnel will give riding tips to bike
owners-- to over 100 dealerships across 90 towns.
PERSONAL SELLING-
As a part of sales promotion, the company also does personal selling to the corporate
sector. This is done in case of institutional selling. In the beginning only the CSD
canteens were included but now even Multi National Companies also form a part of the
institutional selling
Hero’s corporate week-The week in December 2001 was observed as the corporate
week. This week was observed in the year 201 to spread awareness among the
corporate employees about the company and its range of products. In this week various
vendors participated as well as various dealers participated. This platform was also used
as making and building more cordial relations among the employees and the dealers.
CHANNEL OF DISTRIBUTION IN HERO MOTO CORP
Hero Moto Corp continues to have the same policy of directly approaching the dealers.
However the company has made some changes in the dealership requirements. The
company has now divided its into three categories, A, B and C depending upon the
status of the town. Hero Moto Corp has made some regulations and its dealers are
bound to fulfil specific requirements for their showroom and workshops in terms of
area. The company has also started focusing on the rural marketing such as Agartala
(Tripura), Tinsukia (Assam) and Bhagalpur (Bihar). The company has also increased
the number of dealers from 350to 400.
Distribution Channels-
Hero Moto Corp has very strong Distribution channel in India. Hero Moto Corp
distributions their through Regional officer, Authorized dealers Etc.
54
HERO MOTO CORP IN INDIAN HAS 3500 AUTHORISED DEALER
Criteria for selection of distributions;
● Financial position to the distributors
● Goodwill
● Situation of show room
● Past record
● Experience
● Promotion
a) Sale – locating customers
Hero Moto Corp regularly has promotions running for its dealers as well as customers
in order to ensure that there is a interest among the target customers abut the company
and its products. Normally Company participates in road shows, Sponsors college
festivals , promotes eco friendly initiatives ,Have festive Season offers , and sometimes
price discounts to attract the attention of the people . These promotions are targeted
mainly on youngsters as they are the primary buyers of bikes.
The company launches financial schemes as Zero % finance schemes in collaboration
with different banks so that customers can pick bikes in easy installments . The effect
of these promotions can be understood from the fact that 35 % of bikes are sold through
this medium.
b) Qualifying customers
"We are happy with our financial performance. It gives immense joy to see this kind
of results in the 25th year of our company. I wish to thank all our stakeholders –
customers, associates, dealer friends, ancillaries and also our joint venture partners
Hero Moto Corp Co – for their continuous support."
Sales Performance
55
Hero Moto Corp reports leadership performance with 50 % net profit in q2, 10-11
defies industry trend with turnover (net sales & other operating income), at rs. 3202
crore; ebidta at 13.58 per cent
Aug’09 Aug ’10 fy 09-10 fy 10-11
• Total turnover (Net sales & Other Operating income)Rs 3202 crores, growth of 35.6
per cent
• Net profit after tax at Rs 306.30 crores, growth of 50 per cent
• EBIDTA margin for the quarter 13.58 per cent
• Total sales for Q2 stands at 9,72,095 units, growth of 28.5 per cent
• Total sales for H1 stands at 18,66,349, growth of 19.7 per cent
• Over 55 per cent share in domestic motorcycle market
• Launches first-of-its kind music video to celebrate 25 years of Hero Moto Corp
New Delhi, October 21, 2008: Hero Moto Corp (HML), the world's largest two-
wheeler company for seven consecutive years, today firmly reiterated its undisputed
leadership in the domestic two-wheeler market with impressive bottom line growth
for the second quarter (Q2) – July to September - of this financial year (FY) 2008-09.
Even as the industry continued to face tough market conditions on account of
uncertainty over interest rates and overall credit squeeze, the company reported 50
per cent growth in profit after tax (PAT) at Rs 306.30 crore for the second quarter.
Hero Moto Corp's profit after tax in the corresponding period last fiscal (July - Sept,
2010-11) stood at Rs 204.33 crore.
Total turnover (Net sales & Other Operating income) grew to Rs 3202 crore, a growth
of 35.6 per cent over Rs 2361 crore recorded in the corresponding period last fiscal.
The company has recorded an EBIDTA margin of 13.58 per cent in the quarter. The
EBIDTA margin in the previous quarter (April - June '08) was 12.20 per cent.
56
The strong financial performance is in line with the company's better-than-industry
top line growth. After posting a growth 11.38 per cent in the first quarter, the
company kicked off the second quarter with a 39.8 per cent growth in sales in the
month of July, and followed up with 26.8 per cent growth in August and 22.4 per cent
in September. Hero Moto Corp consistently keeps growing its share in the domestic
motorcycle market, and currently enjoys over 55 per cent share.
Hero Moto Corp's cumulative sales for the second quarter (Q2) this FY stands at
9,72,095 units - a growth of 28.5 per cent over Q2 last FY (2009-10). The cumulative
sales for the first six months (H1) stands at 18, 66,339 units of two-wheelers
compared to 15, 59,486 units sold in H1 in the last FY – reflecting a consistent 19.7
per cent growth in cumulative sales.
Dr. Brij Mohan Lall, Chairman, Hero Moto Corp, said "We are happy with our
financial performance. It gives immense joy to see this kind of results in the 25th year
of our company. I wish to thank all our stakeholders – customers, associates, dealer
friends, ancillaries and also our joint venture partners Hero Moto Corp Co – for their
continuous support."
Mr. Pawan Munjal, MD & CEO, Hero Moto Corp., said "Our numbers speak for
themselves. Even in this volatile and competitive environment, our top line continues
to outpace the industry growth, our market share is at an all time high, and the
financial balance sheet is a delight – all the factors which form the hallmark of a
resilient company with cutting-edge management. We will continue to keep
innovating – in bringing in technologically-superior products, in our network
expansion, in brand building, in our financial management, and in our
communication."
57
"Going forward, we will have to keep a close watch on the commodity prices
movement, and other factors such as inflation, interest rate scenario and availability
of retail finance. These factors will play a crucial role in the industry growth in the
subsequent quarters," he added.
Hero Moto Corp has already rolled out its festive season initiatives, with the launch
of four new models – the all-new "Passion Pro" and three refreshes of its existing
models - new CBZ X-treme, a self–start version of Splendor NXG and the refreshed
Pleasure. During the coming months, the company will further augment its product
portfolio with new launches across segments.
Key Hero Moto Corp brands continue to drive strong volumes across segments - CD
Deluxe in entry segment, Glamour, the new Splendor NXG, Splendor + and Passion
Plus in deluxe segment, and Hunk, CBZ X-treme and Karizma in the premium
segment.
Celebrating its 25th year, Hero Moto Corp released an innovative music video in the
month of September. Titled " Hero Moto Corp Dhak Dhak Go", and involving as
many as eight brand ambassadors of Hero Moto Corp, the music video has been
receiving rave reviews.
Hero Moto Corp recently won two very coveted awards - "The Most preferred Brand
of two-wheelers" award at the recent CNBC Awaaz Consumer Awards 2010, and the
"NDTV Profit Business Leadership Award".
Hero Moto Corp closes calendar year 2007 with sales of over 33 lakh bikes
Hero Moto Corp consolidates market leadership with impressive growth of 15% in
March’10
58
Hero Moto Corp Continues Growth Momentum With 9.5 Per Cent Increase in May
Sales
Hero Moto Corp Continues To Consolidate Market Leadership With 27 Per Cent
Growth In August Sales
Hero Moto Corp Net Profit Zooms 31% To Rs 275 Crore In Q3 (Fy 2010-11)
Hero Moto Corp passes on excise duty cut benefit to customers
Hero Moto Corp posts record 6 lakh-plus units in retail sales in October 2010
Hero Moto Corp’s positive performance continues in Nov ’10
Hero Moto Corp’s September ’08 sales jump 22 per cent
Hero Moto Corp’s strong sales performance continues into 2010
Reports 13% growth in cumulative sales in apr-nov’2010
Hero Moto Corp closes calendar year 2007 with sales of over 33 lakh bikes
New Delhi, Tuesday, April 21, 2010: Recap of year 2008…
• Slew of launches across various segments this calendar year
• Multi-focal strategy leading to better-than-industry performance and gain in market
share
• Doubled volume and share in the premium segment
• Consolidated over 50 per cent share in domestic motorcycle market
New Delhi, January 2, 2011: Hero Moto Corp (HML), the world’s largest two-
wheeler manufacturer, today reported cumulative sales of 33, 09,051 units of two-
wheelers for the period January–December 2010. The company’s cumulative sales for
the calendar year 2009 was 32, 53,229. This achievement is significant in view of the
prevailing slow down of the two wheeler industry.
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For the month of December 2007, HML reported sales of 240,532 units of two-
wheelers. The company’s sales for the corresponding period last year were 252,462
units.
The better than industry performance of HML through 2010 has been possible due to
the company’s multi-focal strategy of bringing in new products across segments,
supporting them with extensive 360 degrees communication, leveraging properties
such as cricket and entertainment for brand building and augmenting its distribution
network. As a result, Hero Moto Corp’s share in the domestic motorcycle market has
grown to upward of 50 per cent.
Year 2007 saw Hero Moto Corp launch new models across segments. The company
more than doubled its volume and share in the premium segment this year, with the
new all-muscle and macho Hunk, and the sporty and stylish CBZ X-treme both doing
very well.
New 100cc bike Splendor NXG, refreshed Pleasure, new Super Splendor, refreshed
Passion Plus, were other additions to Hero Moto Corp’s product portfolio in 2010.
The company crossed the twenty million cumulative sales mark this year and
launched the special edition Splendor Plus to mark the occasion. In the month of
December, continuing with its engagement with youth, Hero Moto Corp brought the
legendary rock band Scorpions to India, for performances in Mumbai and Bangalore
as part of the band’s “Humanity World Tour 2009-10”. This came close on the hills
of the very popular ‘Hero Moto Corp Campus Rock Idols’, a nationwide contest of
amateur rock bands that culminated into a grand finale in Delhi in the first week of
December.
Hero Moto Corp consolidates market leadership with impressive growth of 15% in
March’08
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For fy 2009-10, Hero Moto Corp overtakes previous fiscal’s sales tally, even as
domestic motorcycle industry declines by more than 10 %
New Delhi, Tuesday, April 21, 2010: Achievements and Highlights for FY 0-08
o Defying the industry trend, Hero Moto Corp achieved sales of 33,37,142 units of
two-wheelers, thereby consolidating leadership in domestic motorcycles market with
more than 52 per cent market share.
o Hero Moto Corp retained the coveted position of 'World's No 1 two-wheeler
company' on unit sales by a single company during calendar year 2007 for the
seventh year in a row.
o Crossed half a million retail sales in the festive season in 2009, and achieved
landmark cumulative sales of twenty million bikes in course of 2009.
New Delhi, March 31, 2010: Hero Moto Corp (HML), the world’s largest two-
wheeler manufacturer, further consolidated its undisputed market leadership,
reporting impressive sales numbers for the month of March. Once again, defying the
industry trend, the company sold 3,20,594 units of two-wheelers in the month, a
growth of 15 per cent. Hero Moto Corp had sold 277,915 units of two-wheelers in
March 2011.
The company’s total sales for the fin ancial year 2009-10 stand at 33,37,142 two-
wheelers, as compared to 33,36,756 units for the previous financial year (2007-08).
This is significant in view of the severe slowdown that the domestic two-wheeler
industry is going through for the past more than a year.
Mr. Pawan Munjal, Managing Director, Hero Moto Corp said, “The year 2009-10 has
seen a leadership performance from us. Despite the industry slowdown, we have been
able to manage positive growth thereby taking our share in the domestic motorcycle
market upward of 52 per cent. At the end of the financial year, I would definitely like
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to thank our millions of customers across the country, who have made it possible. We
will continue to focus on our customers and they can surely look forward to many
more launches and various initiatives in the coming year.”
HML’s good run through the industry slump in 2007 has been possible due to the
company’s multi-focal strategy of bringing in new models and variants across
segments, supporting them with innovative communication across media, leveraging
properties such as cricket and entertainment for brand building and augmenting its
distribution network.
Hero Moto Corp also recently associated itself with the Indian Premier League (IPL)
as a partner and is also the official sponsor of the Delhi Daredevils (Delhi’s IPL
Team).
Fiscal 2009-10 saw Hero Moto Corp launch new models across segments. The
company more than doubled its volume and share in the premium segment this year,
with the new all-muscle and macho Hunk, and the sporty and stylish CBZ X-treme
both doing very well. Other new launches such as Splendor NXG, and refreshes of
successful models including Pleasure, Super Splendor, and Passion Plus, were added
to Hero Moto Corp ’s product portfolio in the FY 07-08.
The company also crossed the landmark 20 million cumulative sales during the
course of year.
Hero Moto Corp continues growth momentum with 9.5 per cent increase in may
sales
New launches such as the refreshed splendor nxg & hunk driving volumes in
respective segments
New Delhi, Tuesday, April 21, 2009: New Delhi, June 1, 2008: Carrying on its
impressive growth momentum in the new financial year (2008-09), (HML), the
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world’s largest two-wheeler manufacturer for seven consecutive years, today reported
a 9.5 per cent growth in its sales in May 2008.
Hero Moto Corp sold 3,12,317 units of two-wheelers in May 2008, as compared to
2,85,109 units in the corresponding month last year. This comes close on the heels of
a nine per cent growth the company had reported in the month of April with sales of
2,86,252 units of two-wheelers. Thus Hero Moto Corp has already clocked a total
sales of 5,98,569 units of two-wheelers in this financial year.
According to Mr. Anil Dua, Sr. Vice President (Marketing & Sales), Hero Moto Corp
., “Our recent launches such as the refreshed Splendor NXG and the 150cc Hunk have
been driving volumes in their respective segments. While Hunk has contributed
largely to doubling our volume and share in the premium segment, the refreshed
Splendor NXG has been driving the volumes in the deluxe segment. Our new
campaign for Splendor NXG is currently on air on all mainline TV channels. We
continue our strategy of brand building, and we will continue to utilize our various
properties in the field of cricket and youth entertainment towards this end. We have
carried forward our commitment to the promotion of cricket by partnering the highly-
successful Indian Premier League (IPL), as well as being the official team sponsor of
the Delhi Daredevils.”
Hero Moto Corp was bestowed the “Enterprise Excellence Award 2007” by the
Indian Institution of Industrial Engineering (IIIE) at an awards function held in Goa
in the month of May.
Hero Moto Corp Continues To Consolidate Market Leadership With 27 Per Cent
Growth In August Sales
New Delhi, Tuesday, April 21, 2009: Reports robust sales of 305,516 units during the
month
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• Cumulative sales in April – August ’08 grows by 19 per cent
New Delhi, September 1, 2008: Hero Moto Corp (HML), the world’s largest two-
wheeler manufacturer, further consolidated its leadership in the domestic motorcycle
market, with a robust 26.8 per cent growth in sales for the month of August 2008. The
company sold 305,516 units of two-wheelers in August 2008, compared to 240,875
units in the corresponding month last year.
With this, Hero Moto Corp ’s cumulative sales in this financial year so far (April-
August 2008) stands at 14,81,077 units as against 12,44,919 units in the
corresponding period last year – reflecting a 19 per cent growth in cumulative sales.
This carries forward the company’s positive growth trajectory since the beginning of
this financial year (2008-09), further augmenting its more than 55 per cent share in
the domestic motorcycle market.
According to Mr. Anil Dua, Sr. Vice President (Marketing & Sales), Hero Moto Corp
, “Our strategy is yielding results. The strategy hinges on creating winning brands
across segments, investing in brand building, exploring untapped markets in rural and
upcountry areas while consolidating urban presence and rapidly expanding our
network. However, the industry continues to face uncertainty on account of high
interest rates and overall credit squeeze. The festival month of October is going to be
crucial in determining the overall outlook of the industry for the year.”
segment.
Hero Moto Corp’s scooter Pleasure has also been growing strongly, with more than
12,000 units being sold in August this year.
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Hero Moto Corp net profit zooms 31% to rs 275 crore in q3 (fy 2007-2008)
Reports turnover of rs. 2795 crore records ebidta of 13.95%
New Delhi, Tuesday, April 21, 2009: Q3 Highlights
Corporate performance: • Consolidated over 50% share in the domestic motorcycle
market
• Reported highest ever sales in a month in October 2007 (365,022 units)
• Crossed half a million retail sales in the festive season
• Closed calendar year 2007 with sales of over 33 lakh two-wheelers
Achievements:
• Retained the coveted position of World No 1 two-wheeler company for the seventh
consecutive year
• Crossed landmark sales of Two Crore bikes; celebrated the achievement with “Hero
Moto Corp BIKE-A-THON”- a nationwide marathon of Hero Moto Corp bikes
under the “Hero Moto Corp Country” campaign
New Launches:
• Launched two new models Hunk (150cc) & refreshed Splendor+ along with a
Special Edition
• Doubled volume and share in the premium segment - currently own almost 20%
share
New Delhi, January 31, 2008: Hero Moto Corp . (HML), the world’s largest two-
wheeler manufacturer, today reported 31% per cent growth in profit after tax (PAT) at
Rs 275 crore for the third quarter (October-December) of this financial year (2007-
08). Hero Moto Corp’s profit after tax in the corresponding period last fiscal stood at
Rs 209.18 crore.
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Total Turnover (sales turnover plus other income, net of excise) grew to Rs 2795.17
crores, a growth of 3.54 per cent over Rs 2699.63 crores recorded in the
corresponding period last fiscal. The company has recorded an EBIDTA margin of
13.95% in the quarter. The EBIDTA margin in the previous quarter (July-
September’07) was 12.39%.
This strong financial performance comes close on the heels of the company’s good
overall sales even in the face of the prevailing slowdown in the two-wheeler industry.
Hero Moto Corp’s cumulative total turnover for the first three quarters (April–
December 2007) of this financial year stood at Rs. 7673.43 crores.
Hero Moto Corp's strategy for aggressive top line growth through new product
launches, brand building initiatives backed by innovative communication has resulted
in market share gain across every segment. Indeed, Hero Moto Corp’s share in
domestic motorcycles market has been growing upward of 50 per cent, despite the
slowdown in the two-wheeler industry.
According to Mr. Brijmohan Lall, Chairman, Hero Moto Corp., “Our performance
during the third quarter of this fiscal has been very encouraging considering the
current slowdown in the two-wheeler industry. We have been consistently reporting
better-than-industry sales numbers, and it has also been reflected in our bottom line.
We wish to thank all our customers and stakeholders for reposing their faith in our
company and our products.”
Mr. Pawan Munjal, Managing Director & CEO, Hero Moto Corp . said, “Given the
industry slowdown scenario, we are very enthused by our robust financial numbers
for the third quarter. However, this was not unexpected. We had undertaken some
strategic initiatives since the beginning of this fiscal, including a conscious effort to
rationalize costs across the board, and its results are now visible. Our bottom line has
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seen a consistent improvement, and we have been able to demonstrate that it is
possible to keep gaining market share while maintaining a robust bottom line.
“With input costs softening and our sharp focus on cost efficiencies, we should be
able to further improve upon our financial results,” he added.
Hero Moto Corp Passes on Excise Duty Cut Benefit To Customers
New Delhi, March 1, 2008: Passing on the excise duty cut benefit in Budget 2008 to
customers, Hero Moto Corp (HML), the world’s largest manufacturer of
motorcycles, today reduced prices on all its models, ranging from Rs1000/- to Rs
2400/-.
The company, which sold 265,431 units of two-wheelers in the month of February,
reduced the price of Splendor+ by about Rs 1300/- (ex-showroom Delhi) and on
Karizma by about Rs 2400/- (ex-showroom Delhi). Similarly, the price of its best-
selling 150cc bike Hunk has been reduced by about Rs 1800/- (ex-showroom Delhi).
Mr. Pawan Munjal, MD & CEO, HML, said “Hero Moto Corp has taken the voice of
the customer to the government, and consequently the excise duty on two-wheelers
has been reduced to 12 per cent from 16 per cent. This is a welcome move, and we
are happy to pass on the entire benefit to customers. The reduction in excise duty cut
will enable us to draw more customers to our fold, but the basic factors causing the
industry slowdown still remain unattended. Credit financing has been withdrawn in
some key markets, while interest rates on consumer loans also remain very high. This
credit squeeze continues to be the most critical factor adversely impacting industry
growth, and we still don’t see any indication from the banks and the government to
address this concern. For the industry to make a turnaround and get back on the path
of growth, the government has to address these key issues.”
c) Contacting customer and making sale
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Sales performance
Hero Moto Corp reports leadership performance with 50 % net
• Total turnover (Net sales & Other Operating income)Rs 3202 crores, growth of 35.6
per cent
• Net profit after tax at Rs 306.30 crores, growth of 50 per cent
• EBIDTA margin for the quarter 13.58 per cent
• Total sales for Q2 stands at 9,72,095 units, growth of 28.5 per cent
• Total sales for H1 stands at 18,66,349, growth of 19.7 per cent
• Over 55 per cent share in domestic motorcycle market
• Launches first-of-its kind music video to celebrate 25 years of Hero Moto Corp
New Delhi, October 21, 2008: Hero Moto Corp (HML), the world's largest two-
wheeler company for seven consecutive years, today firmly reiterated its undisputed
leadership in the domestic two-wheeler market with impressive bottom line growth for
the second quarter (Q2) – July to September - of this financial year (FY) 2008-09.
Even as the industry continued to face tough market conditions on account of
uncertainty over interest rates and overall credit squeeze, the company reported 50 per
cent growth in profit after tax (PAT) at Rs 306.30 crore for the second quarter. Hero
Moto Corp 's profit after tax in the corresponding period last fiscal (July - Sept, 2009-
10) stood at Rs 204.33 crore.
Total turnover (Net sales & Other Operating income) grew to Rs 3202 crore, a growth
of 35.6 per cent over Rs 2361 crore recorded in the corresponding period last fiscal.
The company has recorded an EBIDTA margin of 13.58 per cent in the quarter. The
EBIDTA margin in the previous quarter (April - June '08) was 12.20 per cent.
The strong financial performance is in line with the company's better-than-industry top
line growth. After posting a growth 11.38 per cent in the first quarter, the company
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kicked off the second quarter with a 39.8 per cent growth in sales in the month of July,
and followed up with 26.8 per cent growth in August and 22.4 per cent in September.
Hero Moto Corp consistently keeps growing its share in the domestic motorcycle
market, and currently enjoys over 55 per cent share.
Hero Moto Corp's cumulative sales for the second quarter (Q2) this FY stands at
9,72,095 units - a growth of 28.5 per cent over Q2 last FY (2007-08). The cumulative
sales for the first six months (H1) stands at 18, 66,339 units of two-wheelers compared
to 15, 59,486 units sold in H1 in the last FY – reflecting a consistent 19.7 per cent
growth in cumulative sales.
Dr. Brij Mohan Lall, Chairman, Hero Moto Corp, said "We are happy with our
financial performance. It gives immense joy to see this kind of results in the 25th year
of our company. I wish to thank all our stakeholders – customers, associates, dealer
friends, ancillaries and also our joint venture partners Hero Moto Corp Co – for their
continuous support."
Mr. Pawan Munjal, MD & CEO, Hero Moto Corp., said "Our numbers speak for
themselves. Even in this volatile and competitive environment, our top line continues to
outpace the industry growth, our market share is at an all time high, and the financial
balance sheet is a delight – all the factors which form the hallmark of a resilient
company with cutting-edge management. We will continue to keep innovating – in
bringing in technologically-superior products, in our network expansion, in brand
building, in our financial management, and in our communication."
"Going forward, we will have to keep a close watch on the commodity prices
movement, and other factors such as inflation, interest rate scenario and availability of
retail finance. These factors will play a crucial role in the industry growth in the
subsequent quarters," he added.
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Hero Moto Corp has already rolled out its festive season initiatives, with the launch of
four new models – the all-new "Passion Pro" and three refreshes of its existing models -
new CBZ X-treme, a self–start version of Splendor NXG and the refreshed Pleasure.
During the coming months, the company will further augment its product portfolio with
new launches across segments.
segment.
Celebrating its 25th year, Hero Moto Corp released an innovative music video in the
month of September. Titled " Hero Moto Corp Dhak Dhak Go", and involving as many
as eight brand ambassadors of Hero Moto Corp, the music video has been receiving
rave reviews.
Hero Moto Corp recently won two very coveted awards - "The Most preferred Brand
of two-wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and the
"NDTV Profit Business Leadership Award".
d) Order filling
In order to protect against fraudulent encashment, how can one incorporate the details
of his bank account on his dividend warrant. What is the procedure that he should
follow?
If one is holding shares in physical form, he should duly fill the request updation form
for bank mandate and sent the same to our R & ST Agent, M/s. Karvy Computershare
Private Limited. The Company will take on record such request complete in all respect
and incorporate the same on future dividend warrants. However, if one is holding the
shares in electronic mode then such details needs to be furnished to the respective
70
Depository Participant with whom one holds the demat account and not to Hero
Motors Limited or our R & ST Agent.
e) Payment Collection
All elements of current assets are not equally liquid. Inventories are the most
illiquid of current assets. Also bank overdraft, cash credit & other short-term
borrowings which are used as a means of financing current assets. These are
renewable & become due for payment at a particular point of time. Repayment
schedule for such working capital finance is not as short as it is for sundry creditors.
Even such financing arrangements may go year after year with increasing level of
cash credit & bank overdraft limits. So these short term liabilities are excluded from
current liabilities while qualifying liquidity. The lacuna of this approach is that
debtors & advances may become more illiquid than inventories. The ratio is
calculated as below
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COMPETITORS OF HERO MOTO CORP
BAJAJ
Bajaj Group came into existence during the turmoil and the heady euphoria of India's
freedom struggle. Jamnalal Bajaj, founder of the Bajaj Group, was a confidante and
disciple of Mahatma Gandhi, and was deeply involved in the effort for freedom. The
integrity, dedication, resourcefulness and determination to succeed which are
characteristic of the Company today, are often traced back to its birth during those long
days of relentless devotion to a common cause.
Kamalnayan, the eldest son of Jamnalal Bajaj, succeeded his father in 1942, at the age
of twenty-seven. Putting the Nation before business, he devoted himself to the latter
only after India achieved independence in 1947. But when he did so, he put his heart
and soul into it. Within a short while, he not only consolidated the Group, but also
diversified into various manufacturing activities, elevating the Group to the status it
enjoys till this day
Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of Bajaj
since 1968 and is recognized as one of the most outstanding business leaders in India.
As dynamic and ambitious as his illustrious predecessors, he has been recognized for
his achievements at various national and international forums. Bajaj is currently India's
largest two and three-wheeler manufacturer and one of the biggest in the world. Bajaj
has long left behind its annual turnover of Rs.72 million (1968), to currently register an
impressive figure of Rs.42.16 billion (US$ 936 million).
TVs- Ltd:
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They have a vision of being a highly profitable and socially responsible, leading
manufacturer of high value, environmentally friendly, lifetime personal transportation
products for customers in global markets and to provide fulfillment and prosperity for
employees, dealers and vendors
Suzuki
TVS Suzuki broke out of the bottoming formation with a rise in volume and went into
a major uptrend. The stock is well above its rising 30 WMA and its earlier
intermediate bottoms, and hence, the major trend of the stock is up. The relative
strength line for the stock has moved past its zero line, indicating that the stock is
outperforming the in old on to the long positions in the stock while more long
positions in the stock must be added after the next intermediate correction.
The intermediate trend of the stock is still up and investors will have to wait for some
more time before the stock actually goes into an intermediate downtrend. Keep a close
watch at the stock and investors holding the stock must continue to do so. Trading
volumes are less, and hence, investors must pick small quantities.
73
SWOT ANALYSIS: HERO-HERO
STRENGTH WEAKNESS
❖ Technological support from Hero Moto ❖ Hero Moto Corp depends on Hero for
Corp. new products and this is a big weakness
❖ The company has a deeply penetrated considering it from the post 2005 point of
dealer network (640 including service view. The reason being that the
station) technological tie-up between Hero Moto
❖ The company provides good after sales Corp and Hero Moto Corp will cease to
service through its well-established exist.
dealer network. ❖ Exports has never grown beyond 4%
❖ The company enjoys a huge market share ❖ The company doesn't have a product
and well established brands like catering to Rs. 25,000 - Rs. 30,000
Splendor, CD100, CBZ, etc.(Splendor is segment.
world’s largest selling motorcycle) ❖ The company imports about 31% of its
spares requirements. This makes the
company vulnerable to the import
policies of the government. It also
exposes them to the exchange rate risk.
OPPORTUNITY THREATS
❖ PRIVATEThe motorcycle segment is ❖ The technical collaboration with Hero is
growing at the rate of 33%, which valid only till 2005 and this is a serious
provides a great opportunity for the threat as they have been dependant on
company to cash on. Also it is Hero for technology. Also Hero has set
experiencing a shift in the customer up its 100% subsidiary in India, which
preference from 4-stroke mobikes to 2- shall start producing motorcycles from
stroke mobikes. This again provides an 2004. This will further increase the
excellent opportunity to Hero Moto competition.
Corp to leverage its market share and ❖ Threats from Chinese companies which
market leadership for sustained are going to launce Hi-Tech and Low
profitability. cost products
The company has plans to foray into the
❖ Weak competition in 125 cc & 200(+) cc scooter segment, which can also be a major
segment threat for the future prospects of the
company.
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RESEARCH METHODOLOGY
Research methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps.
The research is a process of involves a number of interrelated activities, which overlap
and do rigidly follow a particular sequence. It consists of the following steps
❖ Formulating the objective of the study
❖ Designing the methods of data collection
❖ Selecting the sample plan
❖ Collecting the data
❖ Processing and analyzing the data
❖ Reporting the findings
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Objective Objective of size
Study
Sample
1. To list out the challenges regarding it.
Sample
2. To analyse and suggest about theselection
challenges of talent acquisition.
3. To take feedback of Marketing.
Sample selection
Sample size
I choose only 30 employees for collecting sample because it is not possible to

Research design
interaction all employees.
Sample selection
Study Sample
In sampling selection, I have used the convenience sampling technique for this
research. It is a type of non-probability sampling. There is no inclusion criterion for
selection of subjects. All subjects are invited to participants.
➢ Observation – questionnaire – Interview
Topic:
A Study on the Talent Acquisition and its challenges in Hero Motorcop
Research Design:
Research design can be described as a general plan about what you will do to answer
the research question
➢ Observation – questionnaire – Interview
Study of samples
Universe - It represents the entire group of units which is the focus of the study.
Thus, the population could consist of all the persons in the country, or those in a
76
particular geographical location, or a special ethnic or economic group, depending on
the purpose and coverage of the study.
Techniques-
The manner in which technical details are treated or basic physical movements are
used; also: ability to treat such details or use such movements good piano technique
Limitations of research methodology
➢ Formulation of research aims and objectives
➢ Choice of data collection method(s)
➢ Implementation of data collection method
➢ Scope of discussions
MAIN OBJECTIVE OF COMPANY
Through the company has wide list goals to be achieved but the major objective of the
company has to achieve areas follows:-
1. To provide right product to right people at right time.
2. Price should be reasonable; by this every level of person can afford the product.
3. To maximize the share holder’s value by customer value enhancement.
4. Changes should be according to prospective customer
5. To provide delivery of standard product.
6. To provide value for money to there consume
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DATA ANALYSIS
For finding the result of Marketing Strategy in saling of motor bike we have to go
through the customers perception and attitude. As for example age group, house
holds annual income and purchase. These things focus the Marketing Mix. Then we
have to go in details of all factors of coaster of Marketing Strategy as family,
gender, geographic location, social, cultural, income age, sex etc. consumer
behaviour are quite different their prepurchase, purchase decision and post purchase
behaviour. For different product consumer behaves in different way. For buying the
motel motor bike consumer prefer look robustness, Mileage and comfortable. Brand
image of the products is very important. Finding through the consumer survey
through questionnaire as follows.
● Approximately 60% user are between the age group of 18 to 25, then 25-35.
thus mostly the young prefer to riding the bike generation.
● Most of the customer are in the annuam income group 60,000 to 1 lakh. It
means high income group mostly preferred four wheeler.
● Most of the customer between the age group of 25 to 35 use bike office going
purpose and 18 to 25 for college going or maintain their fined circle
● Brand of the product most affect the behaviour of the consumer.
● Customer known about the brand mostly through T.V. and word of month.
● Price a not effect the consumer it the quality, availability and after sales services
are good.
● In case of decision making friends, parents players an important role.
● Consumer buying decision affected by physical feature and technological
feature of the bike.
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1. MOTOR BIKE USERS AGE GROUP
AGE NO OF RESPONDENTS PERCENTAGE (%)

14-18 6 20
18-25 18 60
25-35 3 10
ABOVE 35 3 10
INTERPRETATION: 60% USER ARE ABOVE 35 YEARS OF AGE
2. PURPOSE OF PURCHASE OF BIKE?

OFFICE GOING 39%
COLLEGE GOING 25%
MAINTAINS FRIENDS 14%
OTHER PURPOSE 22%
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3. MARKET SHARE OF BIKE?
HERO MOTO CORP 40%
BAJAJ 32%
SUZUKI 12%
YAMAHA 11%
OTHERS 5%
INTERPRETATION : MOST TRUSTED BRAND IS HERO IN INDIA
4. BRAND AWARENESS MEDIUM?

TV 38%
NEWSPAPER 25%
WORD OF MOUTH 23%
DEALER EFFORT 9%
OTHERS 5%
INTERPRATATION: YOUNG GENERATION INSPIRED THROUH TV.
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5. PURCHASE INFLUENCER
QUALITY & FEATURE OF PRODUCT 15%
PRICE 10%
EASE OF AVAILABILITY 15%
BRAND IMAGE OF THE PRODUCT 24%
AFTER SALES SERVICE 32%
VALUE OF MONEY 4%
INTERPRETATION: THE QUALITY AND THE BRAND IMAGE IS ENOUGH FOR

THE PURCHASER.
6. PHYSICAL FEATURES THAT EFFECTS MOST?
LOOKS 35%
BODY BUILDS 25%
STYLE 22%
ROBUSTNESS 18%
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7. PAYMENT MODE FOR PURCHASES
ONE TIME PAYMENT 15%
FINANCIAL OPTION 65%
EXCHANGE OFFER 12%
OTHERS 8%
INTERPRETATION:CHEAP AND AFFORDABLE FOR ALL
8. TECHNOLOGICAL FEATURES EFFECT BUYING?

POWER - ECONOMY MODE 22%
MILEAGE 48%
FOUR STROKE ENGINE 18%
OTHER 12%
INTERPRETATION: MOST ECONOMIC AND MILEAGE BIKE TECHNOLOGY EVER
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9. PURCHASE MADE FROM
AUTHORIZED DEALER 47%
NEAR BY DEALER 33%
ONLINE 13%
OTHER 7%
10. BETTER AFTER SALES SERVICE BRAND ?

BAJAJ CALIBER 18%
PASSION 24%
TVS VICTOR 28%
AMBITION 25%
OTHERS 9%
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11. BIKE PREFER IN FUTURE PURCHASE?
FZ S 22%
PULSAR 15%
PASSION 27%
AMBITION 29%
OTHER 7%
Hero Moto Corp has built leadership positions primarily due to its belief in the
following principles
Understanding stakeholder (incl. International partners and customers) expectations and
delivering value for money Managing relationships Creating a Performance culture
“Partnership Approach” with ancillaries Efficient Current Asset Management
Accepting and using ever-changing technology as a facilitator Strong quality and
process orientation
Results of Hero Moto Corp initiatives
The Hero Moto Corp philosophy of empowering and training human capital, use of
appropriate technologies, and constantly being close to the customer and with the
maintaining a healthy work environment with the highest standards of ethics and
corporate governance has resulted in the Group companies through excelling in their
85
chosen field through, impressive attitude year after year, leading to impressive
financials and healthy returns to all stakeholders .
Hero Moto Corp to finalise third unit location, investment soon
TWO-WHEELER manufacturer Hero Moto Corp is close to finalising a location for its
third manufacturing plant in the country. The company, which now has capacities of
2,40,000 units annually from its existing manufacturing facilities will shortly announce
the location and investments that will go into the new manufacturing facility, Mr Pawan
Munjal, Managing Director, said here on Monday.
"We have been experiencing capacity constraints, especially after launching new
models, and while we are in the process of continuously adding capacities the issue will
be resolved after our third facility is set up," Mr Munjal said. "We expect to reach the
three-million level in this fiscal with our existing facilities," he added.
The two-wheeler company is also in talks with joint venture partner Hero to make its
operations a sourcing hub for the export markets, Mr Munjal said. "Hero has
manufacturing and distribution presence across the world but we are convincing them
to make us the sourcing hub for the 100, 125 and 150 cc range. There is a significant
cost advantage in it and the talks are currently on about various possibilities," he said.
The company's exports, largely to Sri Lanka, Bangladesh and Latin America, grew over
60 per cent in the last fiscal to 65,000 units and it is expecting to cross the 100,000-
mark this year. Mr Munjal, however, ruled out the possibility of setting up assembly
operations to feed its export business.
Hero Motors, meanwhile, is also gearing up for the launch of two other models, one of
them in the 150 cc power segment of the motorcycle market, in the current fiscal.
86
Work is also under way on a range of new Quantum Core engines that Hero is now
developing that will soon be deployed on its new vehicles, especially in the power
range, said Mr Atul Sobti, Executive Director, Business Operations.
Meanwhile, the company's new 125 cc Glamour model has already sold over 15,000
units in the two weeks since its launch, according to Mr Sobti, who said that work is on
to ramp up production in a phase, given the capacity constraints that it is currently
experiencing. "We expect to reach the level of 30,000 units/month six months from
now," he said
Hero Moto Corp sales up 34%
Hero Moto Corp on Thursday reported a 34 per cent rise in sales in May at 3.03 lakh
units as against 2.26 lakh units in the same month last year. The sales in the domestic
market stood at 2,93,758 units during May this year, while exports stood at 9,908 units
sales increased due to export and company is going globaly
87
Passport to Customer Loyalty
Last April Hero launched the Hero Moto Corp Passport, a program designed to increase
customer loyalty. Customers who sign up are issued "passports," and they receive
points when purchasing parts or referring new customers. "This helps us in getting to
know our customers better," says Pawan Munjal. "We have 600,000 members in the
program, and we also organize events where they can meet sports stars and film stars.
This creates loyalty in our customers."
But to create loyal customers, a company must first have loyal employees.
"Fortunately, Hero has a good name, Hero has a good name, so we attract very good
people," says Brijmohan Lall, who at 79, still continues to put in a full day's work as
chairman. "With our long experience we have created a friendly atmosphere. My door
is never closed, so anyone can walk in at any time."
As a reward for becoming the world's largest motorcycle manufacturer, the Munjals
took the managers (along with their wives) who had contributed most to this success on
a vacation to Switzerland last year. "We conducted a seminar on top of a Swiss
mountain to symbolize our success," says Brijmohan Lall. "We also invited a professor
from Harvard University to come and give us a talk on how we must now compete and
sustain ourselves at this new level."
Hero Moto Corp's IT Strategy
With the Indian motorcycle market opening up to overseas competitors and more fierce
domestic competition, Hero Moto Corp decided it needed to overhaul its various
computer systems and create a single integrated IT system. Rather than continue to use
computers merely for data processing, it sought to use IT to integrate business
operations such as product planning, materials resource planning, financials and sales
and distribution. It was also looking to automate its internal supply chain, reduce
88
overall costs, and create a transparent information system that would help managers
make decisions more quickly. To do all this it teamed up with SAP in June 2000 to
implement the system, and went live in February 2001.
"Now we can look at the same information, when earlier we had three or four different
versions, which didn't always match," says Pawan Munjal. "Now we (the managers)
can all look at the same costs, for example, because all the information is up there on
the screen. Nothing is hidden, everything is transparent. So there are no arguments over
figures now, which used to waste time and hold up decision-making."
There are improvements on the factory floor too, now that manufacturing has been
brought into the new IT system. In the past there was no accurate way of checking the
consumption of raw materials and inventory in general. So excess stocks in some areas
became an inevitability. "Now we know what should be there and what is there," says
Pawan Munjal. At the same time, defective parts and materials are no longer accepted,
forcing suppliers to upgrade their quality.
"The next step is to get dealers and suppliers online, so that orders can be taken directly
by the suppliers," says Pawan Munjal. This will eliminate any wastage that is still left
in our supply chain."
In upcoming issues of the SAP 30th Anniversary Leadership Interview series, we learn
how experience, innovation and vision are driving other major Asian corporations to be
leaders in their fields
89
CONCLUSION
The motorcycle industry had a perceptible shift from a buyer market to the seller
market with the variety of choices. Now the customer even has a plethora of choices to
choose the best-suited requirement. All the players, weather be it HML, Yamaha or any
other will have to compete on the basis of many things like attributes, reliability and so
on. There is no doubt in the fact that Hero Moto Corp Company rules the motorcycle
industry and has a good brand name, but the company will certainly have to initiate
some efforts. The company has then highest market share in the motorcycle industry
and maintaining such a good share will pose a challenge to the company. The company
is doing very well in the business. According to me, no other company can beat this
company in the years to come because of its strong brand name in the market. This
company would be successful in the years to come as the company has good amount of
brand loyal customers. When there is talk of bike, the first thing that comes to mind is
Hero Moto Corp because of strong brand image. In our study the main emphasis was
towards the marketing mix elements (Product, Place, Price and Promotion). The
analysis is totally based on the marketing mix elements. Further for analyzing the
market share of the company properly; a survey was conducted which also forms a part
of the findings.
The two-wheelers market has had a perceptible shift from a buyers market to a sellers
market with a variety of choices. Players will have to compete on various fronts viz
pricing, technology, product design, productivity, after sale service, marketing and
distribution. In the short term, market shares of individual manufacturers are going to
be sensitive to capacity, product acceptance, pricing and competitive pressures from
other manufacturers
90
The segments, motorcycles have witnessed capacity additions in the last one-year and it
will continue in the upcoming period as and when Hero opens a local subsidiary. Over
this period, only the motorcycle segment is expected witness higher demand vis-à-vis
supply, while the scooters and mopeds supply will outstrip demand.
As incomes grow and people feel the need to own a private means of transport, sales of
two-wheelers will rise. Penetration is expected to increase to approximately to more
than54% by 2015.
The motorcycle segment will continue to lead the demand for two-wheelers in the coming
years. Motorcycle sales is expected to increase by 20%yoy as compared to 1% growth
in the scooter market and 3% by moped sales respectively for the next two-years
The four-stroke scooters will add new dimension to the two-wheeler segment in the
coming future. Perhaps, the moped segment will be the worst affected due to Y2K
emission norms applicable from April 2002 as not many of the present models confirm
to the norms
The three-wheeler segment will witness 10%yoy growth for the next two years. In spite
of entry of Piaggio, Italy into the three-wheeler segment in the country, Bajaj Auto will
continue to dominate the segment. In this segment, we would see players shifting from
diesel to cleaner fuels like CNG in line with norms set out by various state
governments.
On surveying Hero Moto Corp globalization, it was found that the competetion & price
where preferred in the bike comparison with other company. Serviceman and
businessman both like this Hero Moto Corp bike, Mileage,4-stroke,4-gear&11.0 BHP.
Opinions are all most same. In my survey I found that there are only 05% bike exports
to outside India
91
JOURNEY SO FAR
Indian companies had relied heavily on their foreign counterparts for technical support,
design of the model etc., while they provided the distribution and branding in the Indian
market. Now that the international market for motorcycles is fairly developed and
consumers are well aware, most of these foreign manufacturers are planning to enter
the market on their own. The inadequacy of the public transportation system, the
upwardly mobile middle class, which has the disposable income and the intent to own a
two-wheeler and the sheer size of the Pakistan,bangladeshand srilanka market is
proving to be an attractive factor to many multinational companies. India's two-wheeler
industry is the second largest market in the world after China. Hero Moto Corp, whose
tie-up with Hero-Hero is going to expire soon, has already entered the fray with Hero-
Activa. Others are also queuing up.
Yamaha Corporation, which was operating in India through a joint venture with Escorts
Group, had decided to call it quits in mid-2001 by buying off Escorts' 50 percent share
in the joint venture. Yamaha now plans to tap the Indian market on its own with models
such as RX-135, RXZ, YBX125, YD125, and ACE. Its name has become fairly
established while the joint venture had been in operation for two decades. On its own
now, Yamaha has started implementing its ambitious plans for the Indian market and
has embarked on a challenge 21 project, a time-bound initiative that is aimed at
reorienting and revitalizing the entire Indian operations in order to achieve a
competitive edge. Yamaha has set for itself the target of capturing 21 percent of
motorcycle market by 2005. India is one of the few countries where Yamaha, the
world's second largest motorcycle manufacturer operates a fully-owned subsidiary.
92
RECOMMENDATION
There are no two opinions that the automobile industry is faring very well in the Indian
market since the early 90’s.However it can perform better in the market of it
o The first recommendation is obviously about the customer care. Presently the
company has a customer relation department but it has to be made stronger and
more service provider to help the customers.
o The distribution network should be made stronger so that the customers don’t
feel dissatisfied for services, sales, and stocks.
o This is a age of customer delight and the company should not forget that
“customer is the king”
o Everywhere there is a game of production and volumes, the company that
produces more can save more and prices could be made more competitively
o The company should always go for quality
o The R & D base should be made stronger as the level of indigestion should
come down.
After doing market research I would like to suggest or recommend to the Company that
there are certain out comes of research, which followed through the formal and
informal procedure during the research. Thus we are bound to draw the attention of
Company to certain points which are ought to be perceived by the Company with full
care.
1. Publicity and advertisement should be broad, because competition is more.
2. Size and weight of bike should be match with their C.C.
3. company should follow world wide strategies for increasing their global
revenue.
93
4. Bike should have stepping facility. Which may help during critical situation.
5. Company should provide promotional schemes to the customers.
6. All the protective parts of wheels should made of plastic and leg guard also be
strong.
7. Now Company is required to recover the faith of customers towards the brand
image.
8. Company should improve the mileage of the Bikes.
9. Prices of the Bike must be set as it can be approved by major part of the
population.
10. Fuel tank portion can be changed.
94
LIMITATIONS
● In my survey I found some limitations are as follows:
● Time was limited.
● Material on internet is very limited.
● Some customer’s were in hurry so they were not given proper opinion.
● Foreign data is not available on the net.
● Bikes are exporting to very limited country
95
FUTURE PROSPECTS
FUTURE
Hero Moto Corp Is planning to launch bikes at a super Premium ranges i.e. 80,000
INR just in order to show the technical expertise of the company in front of its
customers. With competitors already in this segment Like Bajaj Eliminator we can
accept A cruiser bikes from them in this segment. In addition, the firm is also in the
process of assessing the feasibility of introducing high-powered models from the Hero
stables as fully-built imported bikes. This is the first time after the major debacle of
BMW's 645cc bike that the Hero group is now planning a foray into the lifestyle bike
segment. BMW, in alliance with Hero Moto Corp, had introduced the premium bike at
Rs 4.5 lakh. But an embarrassingly low demand saw the firm trimming its tag to Rs 1.8
lakh. In addition, the firm is also planning to launch a new volume bike, to be
produced with an engine capacity between 100cc and 156cc, by September 2014,
unveiling its new basic 100cc bike splender plus. Priced at Rs 47,855 (ex- showroom
Delhi).
96
BIBLOGRAPHY
 https://www.moneycontrol.com/company-
article/heromotocorp/news/HHM
 https://www.forbes.com/companies/hero-
motocorp/#400842f72a68
 https://www.heromotocorp.com/en-
in/genuine-motorcycle-parts/test-of-
genuineness.html
 https://www.ibef.org/industry/india-
automobiles/showcase/hero-motocorp
 https://www.business-
standard.com/article/companies/honda-
motorcycle-closes-in-on-hero-motocorp-in-
fight-for-top-spot-118050301395_1.html
 http://www.capitalmarket.com/Company-
Information/Information/About-
Company/Hero-MotoCorp-Ltd/237
97
QUESTIONNAIRE
Motor bike is not a luxury it has become the necessity in 21st century. I would like take
few minutes of your precious time, Just to know about your views for different bike. I
assure you that your information will be confidential and it would not be share by other
organization.
Name:
Age: Sex:
Occupation:
1. Which of the following best describe your age group?
a) 14-18 b) 18-25 c) 25 to 35 d) above 35
2. What is the size of your family (Including children)?
a) Single b) 2 to 3 c) 3-4 d) above 4
3. Which of the following best identifies you house hold annual income?
a) Below 60,000 b) 60,000 to 1 Lakh
c) 1 to 2 lakh d) Above 2 lakhs
4. For which purpose you purchase the motorbike?
a) College going b) Office going
c) Maintain friend circle d) Other purpose
Which of following company’s motorbike do you have ?
98
a) Bajaj b) HERO MOTO CORP
c) Suzuki d) Yamaha
6. How come you know about that brand? (can make more than one)
a) T.V. b) Newspaper
c) Dealer effort d) World of mouth
e) Internet f) Any other
5. Rate the following in order of influence you purchase a bike?
a) Brand image of the product
b) Price
c) After sales service
d) Quality and feature of product
e) Ease of availability
f) Value for money
6. Which option you prefer when you purchase a bike ?
a) One time payment
b) Financial option
c) Exchange offer
d) Any other.
7. Who was the decision maker in your purchase of motor bike?
a) Parents b) Friends c) Yourself
d) Spouse e) Other
99
8. Which physical features contributed most in you buying decision?
a) Looks b) Body build
c) Style e) Robustness
11. What technological feature effected in your buying decision?
a) Power – economy mode b) Mileage
c) Four stroke engine d) Any other
9. From where did you purchase your bike?
a) Authorized outlet b) Near by dealer
c) Online d) Any other
10. Which brand has better after sales service?
a) Bajaj Caliber b) Passion
c) TVS victor d) Ambition
e) LML Freedom f) Other.
11. Are you satisfied with your decision?
a) Highly satisfied
b) Satisfied
c) Neither satisfied nor dissatisfied
d) Dissatisfied
100
12. Which bike do your prefer for buying in future?
a) Caliber b) TVS Victor
c) Pulser d) Passion
e) Ambition f) LML Freedom
g) Other
101

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1

A SUMMER TRAINING PROJECT REPORT

MARKETING STRATGIES OF HERO MOTOR CORP

Submitted in Partial Fulfillment of the Requirements

For the Degree of

Master of Business Administration

(Dr. APJ Abdul Kalam Technical University, Lucknow)

Roll NO. – 1809470042

MBA 2nd Year

(GIMT, Greater Noida)

Report Submitted to:

Prof. Junaid Rizavi

have contributed significantly by sharing their knowledge and experience in

the completion of this project work.I am greatly obliged to for providing

I am extremely thankful to Prof. Junaid Rizavi my internal

I Mayank Singhal, Roll No. 1809470042, student of MBA Galgotia’s Institute of

Management & Technology, hereby declare that the project report on

“Marketing strategies of Hero Motor Corp” is an original and authenticated

work done by me.

8 Marketing Mix Strategy 31

9 Competitors Of Hero Motor Corp 65

wheelers, based in India.

company's footprint in the global arena

Adherence to ethical and moral principles

Responsiveness in all our actions; ability to execute, implement strategies

intellectual world; towards systems, processes and values

categories, explore growth opportunities globally, continuously improve its

operational efficiency, aggressively expand its reach to customers, continue to invest

in brand building activities and ensure customer and shareholder delight.

leveraging its strong presence across sports, entertainment and ground-level

the-art Hero Garden Factory in Neemrana, Rajasthan.

dealer-appointed outlets across the country.

The Indian Two Wheeler Industry

in automobile Industry. Though the segment can be broadly categorized in to 3-sub

with most of the companies now planning 100% subsidiaries in India.

into a multiunit, multi-product, geographically diversified group of companies.

total satisfaction is all its sphere of activity. To consumers, in excellent products at an

affordable price; a thorough understanding the fast changing consumer understanding

strategy and philosophy.

competitors by it superior and reliable product quality complemented with excellent

4-stoke market as compared to Bajaj Auto and TVS.

the 2 wheeler market.

of its model Victor.

can expect the company to meet it excellence by FY09.

1.5% in FY o2 to 5.2% in FY 17.

● Overall investment returns.

DON'T DREAM IF YOU CAN'T FULFILL YOUR DREAMS

World's No.1 Two Wheeler Company.

in Kamalia (now in Pakistan). He was only six years old then.

visualized affordable and technologically superior transport to millions of middle class

Indians. The rest is history.

and good times" the patriarch now reminiscences.

former employees are successful entrepreneurs.

engine technology, Brijmohan preferred a four-stroke engine - a technology that

which stresses the sanctity of the teacher-pupil relationship - imbibed in Brijmohan a

strong sense of social commitment and responsibility.

existence to the Munjal family.

terms of infrastructure, quality of staff and alumni profile.

water, roads, streetlights and sewerage.

Fill it. Shut it. Forget it

manufacturer of India's largest selling motorcycle. Coming into existence on January

one of the most customer-friendly companies.

have helped HML scale new frontiers and exceed limits.